Espolòn Tequila has released its first-ever global campaign – “To the Bone” – which has debuted in Australia this month.

The campaign aims to speak to those who are driven by a desire not for status, but for originality and self-expression. With a nod to the iconic calavera skeletons featured on its bottle, the campaign is designed to provide a platform for consumers to express their truest self and who they really are “to the bone.”

A departure from the industry-standard backdrop of agave fields, the campaign was shot in Mexico City.

“To bring the creative vision to life through this work, each character represented in the campaign is the protagonist of their own story,” said campaign director and photographer Lou Escobar.

“With a mix of provocation and humour, these dynamic and emotional scenes portray the rebellious nature and authenticity of the Espolòn community, whether they are dressing unexpectedly or moving with confidence, we see what makes them who they are at their very core.”

Unapologetic originality was the core founding principle from which Espolòn was born. The brand’s late Founder and Maestro Tequilero Cirilo Oropeza used his engineering background and decades of knowledge in traditional tequila production to create his own game changing approach to tequila production, including playing classical music to fermenting yeast, custom-designed autoclaves and a signature balance of column and pot still distillation to make the highest quality, 100% Blue Weber agave tequila.

Cirilo’s entrepreneurial spirit propelled the Espolòn brand forward in the fast-growing category, which is forecasted to outpace total global spirits volumes by 2026 – with total spirits projected to grow 0.9% and tequila growing 5.5%. In Australia, Espolòn is a top three tequila brand and has seen continuous YOY double digit growth, making it one of the fastest growing premium tequila brands in the country and one of the top three premium tequila brands in the world.

“Celebrating our milestone anniversary year with a new global campaign and international expansion, this is an incredible moment of growth for Espolòn,” said Raul Gonzalez, Global Managing Director of Spirits at Campari Group.

“We have big ambitions for this brand and “To the Bone” is the ideal platform for us to connect with those who have helped us build Espolòn and reach new global audiences. We’re spotlighting the contemporary spirit and bold authenticity that has set Espolòn on a path to success from the very beginning.”

Watch the ad below:

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